| 摘要(英) |
With the advancement of technology and the development of mobile communications, online live broadcasts have become increasingly important, leading to the booming development of the live broadcast industry as well as numerous business opportunities and applications. The term “Internet celebrity economy” came about due to the popularity of live broadcast platforms. Currently, the two major society platforms YouTube and Facebook are leading live broadcast platforms that manage to maintain their leading edge despite competition from many live broadcast platforms. “How these two platforms stand out from many others through their own advantage” was the motivation of this study.
This study adopted the case study method as the research method with the two leading social networks "companies" YouTube and Facebook as research "objects", which each underwent analysis and summarization through Business Model Canvas in order to find the key factors contributing to business success. The key factors summarized in this study are as follows: 1. Both major platforms have large numbers of social network users with access to social network websites that make quick launches of live broadcast services feasible; 2. There is an explicit business model and product market positioning, featuring a free and social network-based live broadcast platform that has gained popularity among users; 3. Cooperation with Internet celebrities facilitates the generation of topics and increases viewership, thereby triggering a wave of live broadcast viewing.
Although the two major social network platforms have become leading live broadcast platforms due to the three above-mentioned key success factors, according to the analysis and summarization in this study, operators planning to start a broadcast platform at present or in the future may use the above key successful factors as operational references. First, adherence between platform and live broadcast viewers can be maintained through social network operations, thus drawing more viewers to watch live broadcasts; with live broadcasters playing the role of the key opinion leader; KOL on the live broadcast platform, the number of live broadcast platform viewers can be increased. Finally, with the live broadcast technology development reaching maturity, in order to bring users a whole new live broadcast experience, future live broadcast operators may introduce new technologies during live broadcasts (such as AR, VR, etc.), so as to give viewers a whole new live broadcast experience. Finally, the summarized research and conclusions above shall serve as a reference and recommendations for operators planning to start an online live broadcast platform in the future. |
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